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BRAND ACTION PLAN FOOTWEAR 2010

Land Rover Footwear Brand Action Plan

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Product Development brief for Land Rover footwear

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Page 1: Land Rover Footwear Brand Action Plan

BRAND ACTION PLANFOOTWEAR

2010

Page 2: Land Rover Footwear Brand Action Plan

BAP & CAP HIGHLIGHTS

BAP – BRAND ACTION PLANPRODUCT, PRICE AND POSITION FOR

Dealerships

Footwear specialty retailersApparel specialty retailersBetter department stores

Better on line retailers

CAP – CONCEPT ACTION PLANDISTINCTIVE AND DIFFERENT MERCHANDISE CONCEPTS SEPARATING

LAND ROVER AND RANGE ROVER

Page 3: Land Rover Footwear Brand Action Plan

LAND ROVER BRANDS DELIVER

COMFORTABLE

FUNCTIONAL

AFFORDABLEINNOVATIVE

STYLISH

Page 4: Land Rover Footwear Brand Action Plan

CONSUMER RECEIVES

VALUE

DISTINCTIVE INNOVATIVE

STYLE

FUNCTIONALITY

COMFORT AND QUALITY

Page 5: Land Rover Footwear Brand Action Plan

LAND ROVER PRODUCTS 2008

COMFORTABLE

FUNCTIONAL

AFFORDABLEINNOVATIVE

STYLISH

Page 6: Land Rover Footwear Brand Action Plan

MARKETPLACE / DISTRIBUTION PLAN

LOW UNIT VOLUME

HIGH UNIT VOLUME

DEALERSHIP

FOOTWEARSPECIALTY

QUALITY ON LINE

RETAILERS

APPAREL SPECIALTY

MASS MERCHANT

BETTER DEPT.

STORES

CHAIN STORES

FOOTWEAR VALUE

RETAILERS

CLUB STORES

SELL LAND ROVER

DO NOT SELL LAND ROVER

HAPPY HOLIDAYS FROM B & L

DISTRIBUTION

Page 7: Land Rover Footwear Brand Action Plan

KEY COMPETITORS

LAND ROVERMERRELCLARKSNORTH FACEVASQUEKEENHI TECTIMBERLANDCOLUMBIASALOMAN

RANGE ROVER

DONALD PLINER

MONTRAIL

GARMONT

SCARPA

ECCO

BACCO BUCCI

BLOKES – URBAN BLOKE

MEPHISTO

TOSCHI

TO BOOT NEW YORK

ASOLOLOWAOAKLEYSPERRYSEBAGOTEVAROCKPORTBORNHS TRASKWENGER

Page 8: Land Rover Footwear Brand Action Plan

KEY CONSUMERLAND ROVER

GOOD APPETITE

CONSERVES

WANTS TO FEEL GOOD

DOG – RETRIEVER

WATCH - TAG / ORIS

- FATHERS HAMILTON

IDEAL WEEKEND - WILDERNESS

Page 9: Land Rover Footwear Brand Action Plan

KEY CONSUMERRANGE ROVER

GOOD TASTE

CONSUMES

WANTS TO LOOK GOOD

DOG – DALMATION

WATCH –ROLEX DAYTONA

- IWC

IDEAL WEEKEND - BACCARA

Page 10: Land Rover Footwear Brand Action Plan

RANGE ROVER CONSUMER

Page 11: Land Rover Footwear Brand Action Plan

LAND ROVER CONSUMER

Page 12: Land Rover Footwear Brand Action Plan

RANGE ROVER CONSUMER

Page 13: Land Rover Footwear Brand Action Plan

LAND ROVER CONSUMER

Page 14: Land Rover Footwear Brand Action Plan

RANGE ROVER CONSUMER

Page 15: Land Rover Footwear Brand Action Plan

CATEGORY OPPORTUNITYMENS

0 5 10 15 20 25 30

MENS ACTIVE / ATHLETIC

MENS DRESS

MENS CASUAL

YOUNG MENS

MENS BOOTS

MENS SANDALS

MENS SLIPPERS

PERCENT OF MENS FOOTWEAR SOLD

Page 16: Land Rover Footwear Brand Action Plan

CATEGORY OPPORTUNITYWOMENS

0 5 10 15 20 25 30 35 40 45

SEASONAL BOOTS / SANDALS

WOMENS ATHLETIC / ACTIVE

WOMENS BETTER DRESS

WOMENS DRESS SANDALS

WOMENS SLIPPERS

ALL OTHER

PERCENT OF WOMENS FOOTWEAR SOLD

Page 17: Land Rover Footwear Brand Action Plan

CATEGORY OPPORTUNITYSUMMARY

PRIORITIZE DEVELOPMENT AND STYLE / COLOR TO CATEGORY AND CONSUMER

• EXAMPLE – YOUNG MENS – NO – NOT OUR CONSUMER

• EXAMPLE – WOMENS DRESS SANDALS – FEW – LOW OPPORTUNITY AND NOT BIG FOR OUR LAND ROVER CONSUMER

BOOTS FUNCTIONAL/

FASHION

ACTIVE / ATHLETIC

CASUAL / COMFORT

Page 18: Land Rover Footwear Brand Action Plan

CONCEPT ACTION PLAN

LAND ROVER – INTRODUCE COMFORTABLE, FUNCTIONAL, AFFORDABLE, INNOVATIVE AND STYLISH FOOTWEAR TO THIS CONSERVATIVE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY

RANGE ROVER – INTRODUCE STYLISH, INNOVATIVE, COMFORTABLE, FUNCTIONAL AND AFFORDABLE FOOTWEAR TO THIS FASHIONABLE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY

Page 19: Land Rover Footwear Brand Action Plan

BRAND PRODUCT RULESLOOK AND MATERIALS

UPPERS

LAND ROVER - RUGGED

PEBBLED LEATHERS

DISTRESSED LEATHERS

IRREGULAR MOTTLED LEATHERS

OILED SUEDES AND NUBUCK

HEAVY CANVAS

RAW EDGE

RANGE ROVER - REFINED

NAPA LEATHERS

BURNISHED LEATHERS

UNIFORM MOTTLED LEATHERS

NUBUCK

HEAVY LINEN

FINISHED EDGE

FUNCTIONALSLEEK CONTEMPORARY

Page 20: Land Rover Footwear Brand Action Plan

BRAND PRODUCT RULESACCENTS AND DESIGN

UPPERSLAND ROVER

ACCENTS / DESIGNNO OR VERY LITTLE GORE

NO OR LITTLE VELCRO

MULTI COLOR LACES

EMBROIDERED LEATHERS

SPEED LACES AND RIVETS

DOUBLE STITCH GOODYEAR

PINKED OR RAW EDGES

SIDE LACING AND ZIPPERS

LACE GUARDS

MOLDED TOE BOX – HIGH AND SQUARED

RANGE ROVER

ACCENTS / DESIGN

GORE

SOLID LACES

EMBOSSED LEATHERS

SELF LOOP OR DIE CUT LACES

FINISHED EDGES

VELCRO CLOSURE

FAUX LACE GUARDS

GRACEFUL TOE BOX – LOW VAMP / SLEEK

Page 21: Land Rover Footwear Brand Action Plan

BRAND PRODUCT RULESOUTSOLES

LAND ROVER OUTSOLESMINI LUGS BOOTS AND SHOESOCCASIONAL FULL LUGS (BOOTS)COMPOSITE DRESS OUTSOLECORK OUTSOLE OR LAYER“AUTHENTIC”REVERSE HEELS COMFORT STURDY HEELS - WOMENMEDIUM TO HIGH RAND VULCANIZEDCUSHION IN SANDAL

RANGE ROVER OUTSOLESMINI LUGS

AUTHENTIC FULL LUGS (BOOTS)

LEATHER DRESS

MOLDED DRESS CASUAL

NO REVERSE MENS HEELS

THIN WOMENS HEELS

VERY LOW RAND VULCANIZED

NO CORK

NO WOMENS WEDGE

NO THICK SANDALS

Page 22: Land Rover Footwear Brand Action Plan

BRAND PRODUCT RULESINSOLES

LAND ROVER INSOLES

REMOVABLE

CUSHIONING

PLUSH COMFORT

RAISED INSTEP – ORTHODIC

COMFORTABLE

CUSHIONING

COMFORTABLE

CUSHIONING

FULL LEATHER LINED

RANGE ROVER INSOLES

REMOVABLE

CUSHIONING

ROOM FOR COMFORT

FULL LEATHER LINED

CUSHIONING

COMFORT

Page 23: Land Rover Footwear Brand Action Plan

BRAND COMPARISONMENS DRESS

LAND ROVER MENS DRESS RANGE ROVER MENS DRESS

Page 24: Land Rover Footwear Brand Action Plan

BRAND COMPARISONCASUAL ATHLETIC

LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC

Page 25: Land Rover Footwear Brand Action Plan

BRAND COMPARISONMENS SANDALS

LAND ROVER MENS SANDALS RANGE ROVER MENS SANDALS

Page 26: Land Rover Footwear Brand Action Plan

BRAND COMPARISONMENS BOOTS

LAND ROVER BOOTS RANGE ROVER BOOTS

Page 27: Land Rover Footwear Brand Action Plan

BRAND COMPARISONMENS DRESS CASUAL

LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL

Page 28: Land Rover Footwear Brand Action Plan

BRAND COMPARISONMENS SLIPPERS

LAND ROVER MENS SLIPPERS RANGE ROVER MENS SLIPPERS

Page 29: Land Rover Footwear Brand Action Plan

BRAND COMPARISONWOMENS BOOTS

LAND ROVER WOMENS BOOTS RANGE ROVER WOMENS BOOTS

Page 30: Land Rover Footwear Brand Action Plan

BRAND COMPARISONWOMENS DRESS CASUAL

LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL

Page 31: Land Rover Footwear Brand Action Plan

BRAND COMPARISONWOMENS CASUAL ATHLETIC

LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC

Page 32: Land Rover Footwear Brand Action Plan

STRATEGIC PRODUCT INITIATIVES

1. DEVELOP AN INNOVATIVE HIGH QUALITY COMFORT AND SUPPORT FOOTBED FOR ALL PRODUCTS SO A “WALKING” / “HIKING” STORY CAN BE MADE. MAYBE A “PARON” FOOTBED. A DEFINABLE DIFFERENCE THAT CAN BE EXPLAINED. FOR EXAMPLE;

Page 33: Land Rover Footwear Brand Action Plan

STRATEGIC PRODUCT INITIATIVESCONTINUED

2. DEVELOP A DISTINCTIVE MINI LUG OUTSOLE THAT LOOKS GOOD FOR BOTH DRESS AND CASUAL. MARUTI HAS A GOOD ONE.

3. SOURCE PRODUCT DIVERSELY SO THAT A [GOOD –BETTER – BEST] PRICING STRATEGY CAN BE REACHED. SUGGESTING [INDIA – INDONESIA / PORTUGAL – ITALY]

4. CREATE DISTINCTIVELY IDENTIFIABLE FEATURES (FLAGS) TO THE PRODUCTS SO THEY ARE RECOGNIZED AS LAND ROVER

5. CREATE 6 MENS STYLES AND 4 WOMENS THAT ARE CONSIDERED CORE BASICS AND CARRY OVER FROM SEASON TO SEASON IN BASIC COLORS

Page 34: Land Rover Footwear Brand Action Plan

BRAND FLAGS• GREEN

– INNER LINING

– SANDWICH LAYER IN OUTSOLE

– OR FULL OUTSOLE

Page 35: Land Rover Footwear Brand Action Plan

BRAND FLAGS CONTINUED

• SIDE TIE and ZIP LR, GORE on all RR

Page 36: Land Rover Footwear Brand Action Plan

BRAND FLAGS CONTINUED

• MOLDED OR UNIQUELY SHAPED TOE BOX

Page 37: Land Rover Footwear Brand Action Plan

LABELING / PACKAGING

• HOLE CUT IN ALL BOXES

• BOXES OF RECYCLED PAPER

• SHOEHORN KEYCHAIN IN EVERY BOX

• PHOTO BROCHURE LINE LIST OF OUR BASIC COLLECTION IN EVERY BOX WITH FEATURES AND BENEFITS

Page 38: Land Rover Footwear Brand Action Plan

NEXT STEPS

• SPECIFIC LINE PLAN BY PRODUCT CATEGORY WITH ICONIC STYLES ATTACHED. THIS IS AN EXTENSIVE AND DETAILED PRODUCT STYLE DIRECTION.

• PRICING MATRIX INCLUDING COMPETITORS AND PROBABLY COUNTRY OF ORIGIN TO HIT THE PRICE POINTS.

• PUSH STRATEGY TO MARKET

• PULL THROUGH MARKETING STRATEGY AFTER PLACEMENT